리치미디어에서 효과적인 정보전달을 위한 스토리텔링 메타포에 관한 연구-드라마적 기법을 사용한 인터페이스 디자인을 중심으로-

Abstract

On-line banner ads for of today have less than one percent CTR(Click-Through Rate) in general and so more than two percent CTR is a great success, which means the crowdedness of the on-line ads become higher than that of the ads in other tyoes of media.In the oast, The GIF banner was the sole type for the on-line ads market which begun to expend along with the cwplosion of internet user population.However, unlike the beginning,the users; syspicion about the effectiveness of the on-line banner ads has been increasing while they turn away from the ads.Recently,CTR the index of the effectiveness of internet ads,falls down below one percent and there appear many burn out ads which have less then 1percent CTR.Under the circumstances where we face the new crisis int he ads market and have to show something superior to the existing ads, we have found an alternativel That is "Rich MEdia" When we consider a quality banner has only 0.3 to 0.8 percent CTR, the poor CTR is not the problem of the ads'creatiity alone.The users'needs have gone far beyond our expectation,which makes it difficult for us to overcome the poor CTR with the creativity alone because the users tend to seek for the up-to-date things.Therefore,the design which provides suitable sentiment to all users is neede.When we see the newly-made web-site desins,we can find the designers' worries.They try to put not only the images ofr texts but also stories in their designs when they provide any product,brands or the detailed information to the users and this trend has a significant meaning in terms of the web-site's quality.Therefore,this study aims to extract the emotional communication based on emotional judgement through emotional experiences, and apply it to the Rich Media effectively.In addition this study aims to have the users enjoy the audio-visual pleasures and the aesthetic communications with the dramatic techniques and aims to embody the emotional designs to meet the users'real satisfaction.Funrthermore,this study aims to let the users experience the emotional desing in the commercial "Rich MEdia" and stay with it easily and durably.